Audi announces China-focused EV brand with E-Concept debut

Audi launched stand-alone brand AUDI (all caps, minus four-wheel logo) in China to provide electric vehicles specializing in its market on Thursday

To mark the launch of the Audi brand and provide a taste of the future, Audi will be developed in partnership with E-Concept, Chinese automotive giant SAIC on Thursday. Pula

Audi first entered the Chinese market in 1988, and just a few years ago was one of the most popular brands, selling a range of gasoline cars. But Audi is struggling to decipher China's fast-growing EV segment, and in 2023 asked SAIC for help. Similarly, Volkswagen, a brand of the Volkswagen Group, is working with Xpeng in China to develop models tailored to the Chinese market.

The AUDI E concept is based on a jointly developed platform called the Advanced Digitized Platform. At least 3 vehicles have been developed on the platform, with the first expected around mid-2025. Audi said the car based on the new platform will be exclusive to China.

The E-Concept is less than 192 inches long, a few inches shorter than the new Audi A6E-Tron. The power comes from a dual motor, all-wheel drive system rated at a maximum of 764 hp, and those motors draw energy from a 100kwh battery. An 800 volt electrical system means rapid charging is possible using a DC quick charger.

The alleged performance includes a 0〜62mph time of 3.6 seconds and a range of 435 miles in the Chinese CLTC cycle. The figure below is likely to be using a more stringent EPA cycle.

According to Audi, the average Audi customer in China is much younger and more tech savvy than the rest of the world, especially when it comes to connectivity and autonomous driving technology. The taste of exterior and interior design is also different, which is reflected in the more minimalist styling used in the concept.

Audi said that working with SAIC could speed up the development of new vehicles by 30%. One of the main areas that SAIC has supported is an established technology ecosystem that allows future Audi customers to interact through a new brand-specific operating system. This new Audi OS is fully integrated with the user's smartphone and features a unique app store and individual interaction via facial recognition. It will also be equipped with an AI-powered AUDI assistant that responds to voice control.